However, in news that will surprise no one apart from perhaps Alanis Morissette, it turns out the model in photo is not only not an identical twin, but is actually gay.

South African Kyle Roux contacted the local NBC channel in Richmond, Virginia, after the billboard was brought to his attention by friends and family.

"I was obviously quite shocked, so that why I decided to send you guys an email saying hey, I'm that guy in that billboard," he wrote.

"It just seems like there no place in today's world for an organisation that is promoting this as being some kind of deviant or distasteful lifestyle, because I've lived my life openly gay and happy for my entire life."

Chris Doyle, counsellor and board member at Parents and Friends of Ex-Gays & Gays (PFOX), said the photo was irrelevant, the issue was "actual science" (our italicisation).

That's despite the American Psychological Association saying views that sexual orientation could be altered through 'therapy' had been "rejected by all the major mental health professions".